The global beauty industry generates hundreds of billions of dollars in revenue every year. From skin care and cosmetic products to hair care formulas and wellness supplements, new items and new brands are continually entering the market, creating a lucrative business opportunity for aspiring beauty entrepreneurs.
But before you set the gears in motion to launch your private label skin care line, it is important to first define your target audience. This critical step will not only help you determine which products to sell, but it will also help you identify the best ways to market your products so that potential customers are able to find and purchase them.
What is a target audience?
The term “target audience” refers to the people most likely to be interested in buying the products you offer. More often than not, these people will share similar characteristics, for example their age, gender, or lifestyle habits. By first establishing your target audience (or audiences, depending on how varied your product inventory will be), you will be setting yourself up for success as a beauty business owner.
Why is it important to identify your target audience?
Any good marketer will tell you that if you try to sell to everyone, you will likely sell to no one. And yes, even though you aim to launch your private label brand because you love all things skin care and beauty, as a business owner you will occasionally need to put on your “marketer” hat and think strategically about how to best position, advertise, and sell your products.
The key here is focus: making sure your products are seen by the right people, not just a lot of people. With so many different beauty products and brands on the shelves today, you can easily get lost in the shuffle if you don’t have a clue about your target audience. Knowing who that audience is will not only help you determine which products to sell but will also help you craft the right messaging to get the attention of your prospective buyers. Ultimately, this will help your beauty business thrive.
How do you identify your target audience?
First, do your research. Visit retail stores, spas and salons, and boutique stores to see what products are out there and how they are being presented and advertised. Look online, too, and pay attention to beauty ads whenever and wherever you see them. When you do, consider how and where your beauty line would fit in. You likely already have an idea of the products you want to sell. Who might benefit from those products the most? And where are those people most likely to shop?
This will get you thinking about your ideal customer, and a good place to start is with their age range. Are you interested in selling to millennials and Gen Zers? If so, they will have very different skin care needs and wants than, say, women over 40. Next, consider their gender. Do you envision selling only to women? Or to women and men? It may interest you to know that nowadays, unisex and gender-neutral products are becoming increasingly popular in the beauty industry.
Other factors to consider when determining your target audience are their income, location, and personal interests and values. With regard to income, would your ideal customer be more likely to purchase higher-end beauty products or would they be more interested in a value beauty line? In terms of location, customers living in a hot, dry climate will have a very different beauty regimen than someone living in a colder or more humid climate. And finally, how will their personal interests and values shape their buying behavior? For example, are they more likely to buy vegan and cruelty-free products? Or those that come in eco-friendly packaging?
All of these questions will help you to put yourself in the shoes of your potential customers so you can offer the right products and create the most effective marketing.
How do you market to your target audience?
Once you have identified your target audience, how will you engage with them? Nowadays, with people spending roughly 7 hours online every day, social media marketing, influencer marketing, and email marketing are among the most popular marketing strategies to connect with potential customers—as well as to foster relationships with existing customers.
However, more traditional marketing strategies such as direct mail, print ads and brochures, telemarketing, and word-of-mouth advertising can also be highly effective, depending on your target audience. The key here is to find out where your target audience is most likely to see and pay attention to your messaging, and then bring your marketing to them.
One final note: Your target audience may evolve over time.
Keep in mind that the target audience you identify when first launching your business may not be your target audience five years down the line. For example, you may have started out focusing on younger customers only to realize a few years in that the majority of your customers are in their 30s, 40s, or even 50s. Or, you may have started your business with a value beauty line only to discover that your customers are happy to pay a little more for quality, high-end ingredients.
Bottom line: As your business grows and evolves, so too will your target audience. Take the time to re-evaluate your core customer at least once or twice a year to ensure your beauty business is still on target for success and continued growth.
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Whether you are still in the planning phase or you have already launched your private label skin care and beauty line with Onoxa, our commitment to your success goes beyond providing exceptional beauty products at the lowest market minimums. We created the Onoxa blog to deliver valuable tips, industry information, and proven sales and marketing strategies to help you reach more customers and grow your brand.
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